Using LinkedIn blogging for marketing

Scores of businesses are blogging on LinkedIn. Let’s look at whether using LinkedIn as a content marketing platform can drive success for your business.

LinkedIn Blogging


The web is home to an awful lot of content publishing platforms. You’ve noticed, right? Too many to concentrate on all at once – even if you are endowed with the brawniest time-management skills. That leaves you with decisions to make. Which content platforms should you focus on?

Marko Saric runs a blog about blogging called How To Make My Blog. He began blogging on LinkedIn in 2014 and quickly experienced engagement levels that far surpassed other channels.

‘The second post I published there was featured in three channels with a combined follower count being more than five million people,’ he wrote recently. ‘My post was listed right next to an article from Richard Branson of Virgin.

‘My post got 20,000+ views, 950+ likes, 75+ comments and 2,000+ social shares. Comparing this to the low organic reach on Facebook, it’s clear that LinkedIn should become an important part of your content marketing routine.’

To cut to the chase, blogging on LinkedIn is worth your time. That said, you do need to bear in mind that if you have your own blog you won’t be doing your traffic any favours by posting elsewhere.

But if your target audience sits within LinkedIn then the odd blog post here and there is an effective way of attracting their attention.

7 benefits of blogging on LinkedIn

1. Ready-made traffic

Got your own blog? Good. You will know that attracting readers can be tricky, especially in the early days. With LinkedIn you are part of a hive that’s 467 million professionals strong. There are people who want to read your content, and plenty of them. LinkedIn helps you reach them – and that starts with your carefully nurtured network of connections.

2. Boost your exposure (within LinkedIn)

Great content spreads like wildfire on LinkedIn. When you hit ‘publish’, it appears on your connections’ home pages. If they ‘like’ or comment on it, it appears on the home pages of their connections. And so on. You know what that means, don’t you? The opportunity to enhance your exposure is exponential.

3. Boost your exposure (beyond LinkedIn)

Of course, LinkedIn allows your readers to share your content across their other social media channels. You could pick up traffic from Twitter, Facebook and all the rest – even if you don’t actively use those platforms yourself. Easy win.

Good posts with eye-catching headlines and a logical structure can earn your company tens of thousands of views. A post by the CEO of investment company adventur.es is a good example of just what blogging on LinkedIn can do for your brand.

LinkedIn Blogging

4. Get ranked in Google fast

LinkedIn holds phenomenal clout with the search engines. Publish your content and Google will pick it up pronto. That’s excellent news if you’re writing a piece in response to the latest big story in your industry. When the value of your content lies in its timeliness, LinkedIn will help you maximise the opportunity.

5. Build credibility and gain trust

Links to the latest content you publish on LinkedIn are added to the top of your profile. That shows any visitors checking out your profile that you are engaged, knowledgeable and confident enough to make your opinion heard. Ideal for picking up one or two extra credibility points.

6. Drive traffic to your blog, eBook or online shop

Or anywhere else you choose. Just because you’re publishing on LinkedIn doesn’t mean you can’t include links in your content that direct readers to your own website. In fact, why wouldn’t you?

7. Built-in analytics

LinkedIn shows you how many times your content has been viewed, how many shares it’s generated and how many comments readers have felt compelled to leave. That’s useful in any marketer’s book. Especially if you fancy comparing the data with your own blog’s analytics to see which content is working best on each platform.

LinkedIn Blogging

4 tips for getting the best results from LinkedIn blogging

Okay. We’ve established that blogging on LinkedIn is worth your time. Thing is, you have competition. Thousands upon thousands of articles are published daily. How do you cut through, engage your audience and capitalise on their attention?

1. Be useful

Genuinely. Most people on LinkedIn are looking for content that either helps to solve a problem or fulfil some kind of ambition. If you are promoting your products or services, do so from the reader’s viewpoint, not yours. Help people. Share your wisdom. Give away your secrets. Inspire.

LinkedIn has its own set of publishing guidelines that you would be wise to follow.

2. Be consistent

Whether you are using other channels to publish your content or not, it helps to build an authentic style to your marketing comms. Find your voice and stick to it.

3. Send your reader to a customised landing page

Like we said a few lines back, it’s worth using your LinkedIn content to drive traffic to your website. Better still, build a customised landing page designed especially for traffic from LinkedIn. Thank your reader for clicking through. Tell them what to expect next. Drive them to your blog, home page, online shop. It’s your call.

4. Respond to post comments

Good marketing is a conversation. Don’t be the brand that wants to do all of the talking and none of the listening. A reader comment is a priceless opportunity to engage.

It’s this two-way approach that keeps some bloggers coming back to the table.

Marianne Griebler – a marketing communications consultant who made LinkedIn’s Top Voices of 2015 – says: “When someone else takes the time to thank you or scold you for the ideas you’ve put down in words, it’s intoxicating. It’s what drags us back to the keyboard again.”

linkedin-blogging

Does LinkedIn blogging work for marketing?

Yes, it can do. No doubt. But getting results isn’t just a case of hitting publish and waiting for the conversions. Like all marketing, you need to work at it to get rewards. Go get ‘em!

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